Risky business: Virgin America makes foray into reality TV

03/16/2010 | Wall Street Journal, The

Virgin America admits it took a "calculated risk" in agreeing to a reality series based on the lives of five female flight attendants. Company executives hope the "Fly Girls" series "will have an amplifier effect and we will get exposure, press and buzz," but some branding experts warn the airline risks losing control over its image.

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Wall Street Journal, The

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